Home / Olympics / Bell Canada: Activating the 2010 Olympic Games

Aug 13th


Posted in Olympics

August 2010

Bell was Premier National Partner of the 2010 Olympic and Paralympic Winter Games.  As VANOC’s first and largest sponsor, Bell played a significant role in the actual staging of the 2010 Winter Games from a technology perspective. Bell had an incredible once-in-a-lifetime story to tell its’ employees, business clients, stakeholders, and customers.

Members of Score Marketing Inc. have had a longstanding partnership with Bell that began in the 1990′s.  We’ve worked closely with Bell to develop its’ Olympic strategy and activation plans for several Olympic Games.  For the 2010 Winter Games, Bell’s first ‘home territory Olympics’, members of Score Marketing Inc. were engaged to develop the consumer strategy and activation plan, and assist social media, online initiatives, and retail programs.

Members of Score Marketing Inc. played a role in developing and supporting Bell’s premier Olympic consumer activation – The Bell Ice Cube.  From concept and programming development to staffing and logistics support, we worked with Bell to ensure that the Bell Ice Cube left a memorable impression with consumers.  In addition to online and retail tactics, we managed a large-scale promotional street team campaign to drive traffic to the Bell Ice Cube.  A team of 40 promotional staff dressed in Bell branded parkas roamed high traffic zones in the downtown core delivering both print and Bluetooth invitations to consumers encouraging them to visit the Bell Ice Cube.

We were also responsible for developing and implementing the 2010 Bell Mall tour.  We worked with Bell to develop and manage the display, source and train staff, and develop all programming elements for the three-month activation.  The tour, executed Pre-Games and Games-time, travelled to Quebec, Toronto, Calgary and Vancouver, allowing Canadians the chance to connect with the Olympic experience through Bell’s latest Olympic products and services.  Highlights of the tour included: the chance to have a photo taken with the Olympic Torch; the opportunity to watch live as Olympic and sports legends weighed in on how teams were shaping up for the 2010 Winter Games; athlete autograph sessions (including local fan favorite, Trevor Linden).


  • 3,000,000+ direct consumer interactions
  • 368,693 visitors to the Games-Time Mall experience
  • 252,218 Bell Ice Cube invitations distributed by street teams
  • 75,420 visitors to Bell Ice Cube

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